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In fact, many brands have highly optimized their marketing and PR strategies to accommodate that behavior, even going to far as to do one-to-one CRM (that's customer or consumer relationship management) through avenues such as Facebook and Twitter.
As social CRM specialists Get Satisfaction found, many consumers who follow brands online are only in it for the perks. Around 40% of Facebook, MySpace and Twitter users in a recent study said they followed brands to get access to discounts and special deals.
Another common response in the same survey indicated that many consumers will follow a brand if they are current customers. And creating interesting, entertaining content online is another great way for brands to earn followers and fans on social services.
Check out this infographic from Get Satisfaction and design shop Column Five for more details on why and how ordinary folks follow brands online.
Click image to see full-size version.
[source: Get Satisfaction blog]